By: Mike Merrifield
Adidas
• Multinational Corporation
• Designs and Manufactures Sports wear and equipment
• €14.8 Billon in Net Sales during 2012
Taylormade-Adidas
• Golf division
• Considered “Other Businesses”In Annual Report
• €1.344 Billion in Net Sales for 2012
• “#1 Driver in Golf”
Campaign• Launch Campaign from Aug 1st-
Sept 31st
• Sweepstakes
• Purchase $100 or more in merchandise
• Golf getaway for winner and three friends
• Chance to play with PGA Tour Pro Dustin Johnson
Target Audience
• Golfers
• Any Skill Level
• Must be 18 years of age or older
Key Performance Indicators
2012 2013 Outlook• Increase at a mid-single-
digit rate in Net Sales
• Maintain high visibility
• Maintain “#1 Driver in Golf”
• €1.344 Billion in Net Sales
• Increase of 20% from 2011
• Largest increase from any division within the company
Big Idea
• Chance to play with Dustin Johnson
• Release of New SLDR Driver
• Pair sweepstakes with both attractions
• Get people to spend more then just $100
Tools and Tactics
Google AdWords Twitter • Dustin Johnson
– 183K Followers
• Taylormade Golf– 129K Followers
• Adidas Golf– 57K Followers
• Taylormade
• Taylormade Golf
• Adidas Golf
• Adidas golf shoes
• Dustin Johnson
Budget
• Google AdWords – Combined 5 Keywords– Max CPC $25– $1600 a Day – 9300 Impressions a day
• Run ad for two monthsTotal= $97,600
• Digital agency not required
• Have social media staff promote through Twitter
Summary
• Launching the sweepstakes with release of new driver
• More attention towards Taylormade-Adidas
• Great way to boost sales towards the end of the PGA Tour golf season